The Malta Tourism Authority has signed two long-term, marketing support agreements with British tour operators Thomas Cook and Saga Holidays, aimed at increasing tourist flows from the UK.

The agreements encompass all facets of the companies’ marketing opportunities, ranging from joint TV and print advertising to online activity and high street exposure. Through the agreements the MTA said it is moving away from season-by-season agreements that focus on the short term, in favour of longer-term plans that place significant emphasis on incremental business.

Josef Formosa Gauci, MTA CEO, signed a four-year strategic agreement with Thomas Cook’s Overseas Purchasing Director, Philip Poile and Thomas Cook Contracts Manager in charge of Malta, Ray Manara, as well as a three-year agreement with Helen Adamson, Customer Marketing Director for Saga Holidays. The agreements were signed in London last week.

The Thomas Cook Group is one of the world’s leading travel groups, operating a portfolio of market-leading travel brands in 21 markets, whereas Saga Holidays is an operator specialising in the over 50’s travel market, providing holidays to worldwide destinations, including cruises on its own ships. Malta is also being recognised as one of Saga’s key destinations in its forthcoming programmes.